The aim of this thesis is to form a theory of the green Consumer power and to distinguish whether this phenomenon could indicate a movement toward the ecological citizenship. To do so, scientific theories regarding the responsibility of companies have been used, as well as the public choice theory, to link individuals as citizens to individuals as Consumers. The motives of corporate environmental responsibility, along with Consumers ability to bring pressure in different dimensions, are later drawn on as indicators applied to empirical information. The largest producer of ecological products in Sweden, Arla Foods, is employed as case study to explore if the green Consumer power can and does exist. The ecological citizenship uses the ecological footprint, to define in what ways we can minimize our part of environmental degradation.The study seems to strengthen the theory, Consumers do have a power to make companies go green and they tend to use it increasingly.

The purpose of this master thesis is to investigate the influencing factors on the businesspotential of products with health claims, using PrimaLiv as an example. And togive recommendations on how a dairy producer, which is present in the Swedishmarket, could improve the sales rates of products with health claims. We have chosento put a main focus on the Consumer, as he or she determines the business potential.This is an unusual approach since most studies cover the producer?s perspective. Wethereby wish to contribute with new knowledge on the area in question.

The relationship to professionals has proved to be a helping factor for personswith severe mental illness, but it is also a relationship characterised by anunbalanced power relation. The aim of this study was to compile and analyze theknowledge of what persons with severe mental illness themselves consider to behelping in the relationship to professionals, and to specifically analyse this from apower perspective. The analysis was conducted using Foucault?s ideas of powerand knowledge, and an empowerment perspective. The method used was anarrative review.

The purpose of this master thesis is to understand how busy moms experience their grocery shopping trips and the in-store environment. In gaining this knowledge, we aim at being able to suggest ways to improve the grocery shopping experience of busy moms; and present insights that can help food retailers in targeting this Consumer group in-store. Methodology: We use an iterative approach, and work with photo elicitation interviews. We let our respondents capture their experiences in photographs, which then aid in recalling their memories in follow up interviews. Theoretical perspective: We base our theoretical perspective on environmental psychology where we use the original M-R model, and include personal and situational variables suggested by Bäckström and Johansson (2006); where the latter variable includes the views by Turley and Milliman (2000).

In today?s competitive market, design is an important element for the companies. They must succeed with delivering an increased value and an experience for the Consumer to be able to survive. The Swedish company?s have become better in the design area, the higher standards the Consumer?s demands forces the company to invest more in design.

Foods that stimulate health and satisfy Consumer expectations are needed. In a Consumer´s perspective, products that provide several kinds of health benefits, without any call for major changes in their behaviour are needed on the market. With this increasing interest in health promoting food product, one of the biggest challenges for the food industry is to find the conditions and right position on the market and find the opportunities to enter the market successfully. New products with added health values can be developed to cure and counter welfare diseases as in this case for diabetics type 2. Swedish food companies have a desire to respond to welfare diseases and one welfare disease is diabetes type 2. Many of them have an ambition to develop new products to respond to the growing population and find a supply that could suit their customers.

The behaviour of Consumers has changed rapidly during the last decade, and a healthy lifestyle and an environmental mindset has become part of everyday life. This is also something that has become prominent in the supermarkets, where the organic products are increasingly winning shelf space. Several Consumer behaviour studies have shown that the attitudes towards organic products and labels are predominantly positive. According to traditional marketing theory, these kind of attitudes should affect Consumers? purchase intentions in a positive manner, as well as the actual purchase behavior.

The process of value creation is rapidly shifting from a product- and firm-centric view to personalized Consumer experience today. Informed, networked, empowered and active Consumers are increasingly co-creating value with the firm. The interaction between the firm and the Consumer as well as the experience factor plays an increasingly important role in determining the success of a company?s offering. In this study, a special type of co-creating experience is investigated - ?omstartspex? - where the audience is interacting with actors during the play.

Along with the development of technology, the cross-border trade is increasing and therefore there is a need for greater Consumer protection. A good Consumer protection creates a feeling of safety for the Consumer and that by itself may help to increase cross-border trade. This is one of the reasons for why the EU has established regulatory framework for electronic commerce, for example the Directive2000/31/EC. The direc-tive strives to create a similar law for electronic commerce within the European Union. This paper?s main purpose is to ensure that the directive is implemented properly in Swedish law, and if there are other possible ways to achieve the objective, other than the ones that the Swedish legislator has chosen.

There are many eco-brands on food products. It can be confusing for the Consumer to know which one to trust or choose and since July 2012, there is an EU law and a mandatory EU organic label that must be displayed on all food products marketed as organic, eco or bio.Organic brands from a Consumer perspective have previously been studied in England. This is a similar study in the form of focus groups, to explore and examine how Consumers perceive and trust organic brand or labels in Sweden. It also explores which knowledge Consumers have regarding why a product has an organic brand and what it means.The study shows that Consumers perceive organic brands by brand recognition rather than knowledge regarding what each label means. It also shows that the Consumer is confused by and skeptical to the wide range of markings and symbols on organic food products.

This bachelor thesis explores earlier findings regarding the Nextopia effect and the choice of media for advertising, and how these phenomena influence Consumer attitudes toward the ad itself as well as the brand. It also explores the effect of advertising future products and advertising in two different media on the third person effect. Lastly, it addresses the effect of advertising of future products and media choice on the attitude of potential investors..

The purpose of this thesis was to describe what factors influence Consumers? choice when buying probiotic products. Functional Foods have been predicted a bright future on the food market but so far the concept have not been embraced by the Consumers. The reasons for this are many and not clearly understood. Positive health effects are what set a functional food product apart from traditional food stuffs of the same type.

This paper discusses the issue of trade dress imitation in the grocery sector. Our study has its starting point in the conflict that may arise between a brand owner and an imitator following an imitator?s marketing actions. In this study we look at the Market Court?s precedents in which this question has been addressed.

In today?s IT-community, Consumers use the internet in a increasing rate to find information or to purchase products and services. This has led to a growth in the market, but also a greater competition between e-stores and web shops. To separate yourself from the masses has become more important, the question is; what strategy should the IT-salesman use? The meaning of this scientific study is to find and focus on witch the primary factors/aspects are, that controls and is the very foundation for the Consumer making a purchase, by using the internet.

Along with the development of technology, the cross-border trade is increasing and therefore there is a need for greater Consumer protection. A good Consumer protection creates a feeling of safety for the Consumer and that by itself may help to increase cross-border trade. This is one of the reasons for why the EU has established regulatory framework for electronic commerce, for example the Directive2000/31/EC. The direc-tive strives to create a similar law for electronic commerce within the European Union. This paper?s main purpose is to ensure that the directive is implemented properly in Swedish law, and if there are other possible ways to achieve the objective, other than the ones that the Swedish legislator has chosen.